Print Advertisements Chapter 20 20.1

Elements of Advertising

The Advertising Campaign A group of advertisements, commercials, and related promotional materials and activities. Designed to meet specific company goals

Important steps Identify the target audience Determine objectives - Increasing brand awareness. Establish the budget Develop the message Select the media Evaluate the campaign

Advertising Agencies Independent business that specialize in developing ad campaigns.

Types of Advertising Agencies Full-Service- Full Service handle all aspects Limited-Services- Specialize in one aspect of the campaign Virtual – Online advertisements Creative Boutique- Helps a business with the creative parts, then outsources Project Team – Provides research, copywriting, creative execution

Developing Print Advertisements Logotype- a graphic or symbol; represents a company, brand or an organization

Name the Company

Slogan- Catch Phrase (can also be headline) Headline- Phrase or sentence, which captures the readers’ attention Illustration- can be decorative, or showing how the product works Signature- logo, symbol of the business Disclosures- terms and conditions. All the small print Copy- represents the selling message in the ad

Copy Six key tips to writing a effective copy

Copy Should be conversational and written in a personal, friendly style. Use familiar language Simple and Direct; Should show the customer how using the product will solve their problems Customer should be able to sense; see, hear, touch, taste & smell product Tells the: Who, What, Where, When & why Generates interest Should provide a call to action

Slogan A catch phrase or words that identify a product or a company

Types of Slogan Alliteration- Uses repeating initial consonant sounds Welcome to the World Wide Wow (AOL) Paradox- A statement that is seeming contradiction that could be true The taste you love to hate (Listerine Mouthwash) Rhyme- Slogans using rhyming words or phrases Give a hoot, don’t pollute (United states Forest Service)

Types of Slogans Continued Pun- A humorous use of a word that suggests tw0 or more meanings of its meaning Time to Re-Tire (Fisk Tires) Play on Words- Cleverly uses words to mean something else Let your fingers do the walking (Yellow Pages)

Advertising Layout Chapter 20.2

Print ad Layout Ad Layout- a sketch that shows the general arrangement and appearance of a finished ad

Elements of Advertisements Layout Color Typeface Typesize

Layout Single-visual Top-heavy Illustrated Z

Color More realistic Visually appealing Add readership

Typeface Large, bold for shouting Small, light for whispering

Advertising Proof Advertising Proof- The final rendering prior to an advertisement being approved.